ABU DHABI: Live Nation Middle East and Emirates Nature – WWF have announced the details of a new initiative developing guidance and best practices to enhance the sustainability of concert tours. Based on Live Nation’s Green Touring Program, the initiative will look at all aspects of event production, including flights, ground transportation, hotel accommodations, merchandise, venue operations, and more.

The effort kick-offed with the Maroon 5 show at the Etihad Arena on May 6th. Once the baseline data is collected from the study, a science-based guideline will be created to inform upcoming concerts and influence sustainable touring practices moving forward.

Commenting on the collaboration, Laila Mostafa Abdullatif, Director General, Emirates Nature said “We are very excited to launch a first of its kind project locally which will help transform the live entertainment industry for the betterment of people and planet. With the UAE being the host for the forthcoming COP 28, Emirates Nature–WWF will aim to create a standard for wider market transformation of the event industry, encouraging the adoption of more sustainable measures.  This initiative aims to create a path to enable market transformation of the live entertainment sector and beyond, and this is a significant partnership on the journey to delivering sustainable live events in the future. Climate Change is at the centre of the industry’s narrative and host cities must be ready. A new era of sustainability is rising. Consumers around the world are increasingly determined to be more environmentally conscious and are using their power and voice through the products they buy and the events they attend”.

Patricia Yagüe, Head of Sustainability for EMEA Live Nation, commented, “This is an exciting opportunity to put sustainable live entertainment center stage ahead of COP28, furthering the environmental work we are doing in the region and across the globe. We are excited to partner with our global team to bring the Green Nation touring program to our region, which is focused on measuring and reducing emissions through a science-based approach and investing in scalable, sustainable solutions.”

Live Nation recently completed a global sustainability study, which found that 82% of live music-goers strive to maintain an environmentally sustainable lifestyle. Accordingly, a key element of the program will be providing concertgoers with more sustainable options while attending shows.

James Craven, President Live Nation Middle East, said, “This initiative will give us the data we need in order to provide artists and fans with more sustainable options for touring going forwards and will build on the global commitments Live Nation has made. We are very excited to be making this announcement with Emirates Nature–WWF and couldn’t be happier that Maroon 5 will be the first show in our study. With concerns around climate change never more at the forefront of our minds, it is crucial that we all look at where we can make impact.”

In line with the UAE’s target to reduce carbon footprint by 23% by 2030, the collaboration between Live Nation Middle East and Emirates Nature–WWF will focus on the next 18 months in the lead up to COP28, hosted in UAE, whereby the project will provide a case study to continue informing more sustainable practices for live events.

The collaboration will already initiate some initial interventions into the first Maroon 5 event, including:

About Emirates Nature–WWF 

Emirates Nature-WWF is a non-profit organization established to conserve the United Arab Emirates’ natural heritage and build a future where people and nature thrive. The organization was founded in 2001 under the patronage of H.H. Sheikh Hamdan bin Zayed Al Nahyan, the Ruler’s Representative in the Al Dhafra Region and Chairman of the Governing Board of the Environment Agency‒Abu Dhabi, as a legacy of the late Sheikh Zayed’s vision for the United Arab Emirates. For two decades, Emirates Nature–WWF has been a prominent and active partner in environmental conservation in the MENA region. We work in association with WWF, one of the world’s largest and most respected independent conservation organizations. As a local conservation think-tank and pioneers of the “Leaders of Change” programme, the world’s first-ever digital membership platform for the environment – we empower, convene and mobilize civil society, government entities and businesses to support the UAE’s sustainability agenda and deliver transformative impact at scale for the benefit of people and planet alike.

About Live Nation Entertainment

Live Nation Entertainment (NYSE: LYV) is the world’s leading live entertainment company comprised of global market leaders: Ticketmaster, Live Nation Concerts, and Live Nation Media & Sponsorship.

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